Festival Of Eventing
A bold, modern redesign for Africa’s only dedicated event execution festival, built to drive ticket sales, attract sponsors and showcase the future of the events industry.
WordPress
Divi
Summary
We redesigned the Festival of Eventing website to give Africa’s only dedicated event execution festival a digital presence as bold and forward-thinking as the event itself. The festival serves two key audiences, event professionals looking to attend and brands looking to partner, so we built the site around clear, separate paths for each. “Get Tickets” and “Partner With Us” calls to action are placed prominently throughout, with tickets linking directly to the event’s registration platform so visitors can book in just a few clicks.
We simplified the navigation into clear sections covering the festival, sponsorship, the agenda, the blog and contact details, and brought key information like dates, venue and a live countdown to the top of the homepage. To make the experience even more engaging, we added Nia, an AI assistant that helps visitors find answers quickly.
The result is a vibrant, modern website that builds excitement for FOE 2027, gives sponsors the confidence to get involved, and makes it easy for event professionals to secure their place.
View the updated website: https://festivalofeventing.com/
Our Approach
1.
Discovery
We worked with the Festival of Eventing team to understand their goals for the 2027 festival, mainly growing ticket sales, attracting sponsors and positioning FOE as the leading platform for African event professionals.
2.
Audience-Led Structure
We mapped out two clear user journeys, one for attendees and one for sponsors, so each visitor quickly finds the information and actions relevant to them.
3.
Simplified Navigation
We organised the content into a clean menu with logical dropdowns, grouping the Advisory Board under About Us, and the 2027 Partners and 2025 Post Event Report under Sponsor.
4.
Modern, Energetic Design
Using Divi, we created a bold, high-impact design that reflects the creativity of the events industry, with strong headlines, vibrant imagery and a clear visual hierarchy.
5.
Conversion-Focused Features
We placed the festival dates and venue at the very top of the site, added a live countdown to build urgency, and integrated ticket sales with the event’s registration platform for a seamless booking experience.
6.
Engagement & Content
We added Nia, an AI assistant, to help visitors get quick answers, along with a detailed FAQ section and a blog to keep the community engaged year-round.
Key Features
Clear Dual Calls to Action: “Get Tickets” and “Partner With Us” buttons throughout the site guide attendees and sponsors to the right next step.
Live Countdown Timer: A countdown to the festival builds excitement and encourages early ticket sales.
Seamless Ticketing: Ticket buttons link directly to the event’s registration platform, so attendees can register in minutes.
AI Assistant (Nia): An on-site AI assistant that helps visitors find information quickly and easily.
Partner Showcase: A scrolling display of 2027 partner logos, plus a dedicated partners page and a 2025 Post Event Report to give prospective sponsors confidence.
Programme & Agenda: A clear overview of the 2027 themes, from event technology and AI to sustainability and the MICE industry, with a dedicated agenda page.
Helpful FAQ Section: Answers to key questions about what FOE is, who it’s for and what to expect, reducing barriers to booking.
Blog & Community Content: A blog that keeps the event community engaged with industry stories and insights throughout the year.
Social Integration: Links to Facebook, X, Instagram, LinkedIn and YouTube to grow the festival’s online community.
Fully Responsive: A smooth experience on desktop, tablet and mobile.
The Results
The new Festival of Eventing website gives the festival a bold, professional platform that matches its ambition to shape the future of African events. Attendees can now find everything they need and book tickets in just a few clicks, while sponsors have clear, compelling reasons to get involved. The site now works as a year-round hub for Africa’s eventing community, not just a page for a two-day event.
